The American marketplace usually offers us plenty of buying choices — sometimes it seems too many. A case in point: the toothpaste aisle at your local supermarket.

It can be a bit overwhelming with all the razzle-dazzle packaging and exciting claims of “Whiter Teeth!” or “Fresher Breath!” But toothpaste really isn't that complicated, if you keep in mind its primary goal: to help you with your toothbrush remove disease-causing plaque from teeth surfaces.

And the vast majority can, thanks to ingredients you'll find in just about every brand. All toothpastes, for example, contain some form of abrasive material that boosts the mechanical action of brushing to remove plaque. This isn't new: the ancient Egyptians used ox-hoof ashes, burnt eggshells and pumice as abrasives. Today you'll find hydrated silica (originating from sand), hydrated alumina or calcium carbonate as abrasives on the ingredient list.

You also need some form of detergent to help loosen and break down substances that won't dissolve in water. Toothpaste detergent is much milder than that which you use on your dishes. The most common is sodium lauryl sulfate, a foaming agent found in shampoo and other beauty products. It's been used safely for half a century in toothpaste, although it can irritate the inner linings of some people's mouths. If this is a problem for you, you should look for toothpaste with a different detergent.

There is also a myriad of other ingredients, including binders, humectants (which help the toothpaste retain moisture) and flavorings. You may also find bleaching agents that help brighten your teeth, although they may not be strong enough to remove deep staining, something we would need to help you with.

And let's not forget one other frequent ingredient: fluoride. This natural chemical strengthens enamel and helps fight tooth decay as part of a disease prevention strategy. It's perhaps the most valuable ingredient you'll find in toothpaste, so make sure it's in your chosen brand.

If you want to simplify your decision, choose toothpaste with the seal of acceptance from the American Dental Association. The seal indicates the claims of the toothpaste manufacturer have been independently verified. You can trust those brands to help keep your teeth clean and free from disease. In the end, that's really what you want from your toothpaste.

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Robert Perri, D.D.S. is a dentist specializing in dentistry procedures such as teeth whitening, dental implants, and porcelain veneers in Emerson, NJ. Robert Perri, D.D.S. is licensed as a general dentist in the state of NJ providing cosmetic dentistry procedures. Emerson Dentist, 466 Old Hook Road, Emerson, NJ, 07630